International Journal of Computer Applications Technology and Research

Volume 5Issue 11, 705-707, 2016, ISSN:-23198656

Applying Utaut and Innovation Diffusion Theory to

Understand the Rapid Adoption of M-PESA
Caroline Kinuthia
PhD School of Informatics
Vienna University of
Technology
Vienna, Austria
Abstract: M-PESA, the world-leading mobile money system has transformed lives and livelihoods in Kenya and beyond. Financial
inclusion for the marginalized in emerging markets is now feasible and achievable. Mobile money promises a more scalable and
cheaper alternative to the large unbanked populace than conventional banking. In the recent years, Sub-Saharan Africa has rolled out a
number of practical technology-driven innovative products leading to more and more cashless transactions. One such product is MPESA; a mobile-based financial innovation that has achieved unprecedented growth since its inception in March 2007 by the mobile
network operator, Safaricom. In spite of its tantalizing potential, one major challenge is how to optimally capture the market. This
paper analyses the M-PESA ecosystem, by building theoretical linkages between two main theories; i) Innovation Diffusion Theory
and ii) Unified Theory of Acceptance and Use of Technology. The questions the author is addressing are: Which factors are
responsible for M-PESAs rapid adoption? How does Safaricom maintain its strong grip as a Mobile Network Operator in the financial
sector?
Keywords: e-float; financial inclusion; knowledge economy; value proposition; performance expectancy; effort expectancy; unified
theory of acceptance and use of technology (UTAUT); innovation diffusion theory (IDT)

1. INTRODUCTION
The cost of accessing a bank is the biggest challenge facing
most people in emerging economies. Mobile payment systems
as described in [6], [7], [11] and [12] are breaking down
numerous barriers caused by distance and access thus
improving banking activities in these countries. M-PESA is
processing more money transactions in Kenya, than what
Western Union transacts globally hence providing mobile
banking services to Kenyas 70 percent adult population
according to [4], [5] and [9].
The numerous financial innovations mushrooming in the
developing countries has brought about a knowledge
economy. This emphasizes the role of knowledge in
implementing technology. More than in the past, there is
emergence of technological start-ups that are tailored around
finding solutions to everyday problems using technology. The
growing ubiquity of mobile phones experienced in developing
countries has revolutionized the financial infrastructure and
led to these nations to leapfrog the developed countries.
Data was collected by administering a questionnaire on 482
respondents across both rural and urban settings. Statistical
Package for the Social Sciences (SPSS) was used to
statistically analyze data.
The author explored various parameters that promote
intentions to use M-PESA. The unified theory of acceptance
and use of technology (UTAUT) model by [15] was
integrated with the innovation diffusion theory (IDT) [3]. The
two theories were used to access customer acceptance of MPESAs novel innovation and ease of use. Based on these
facts, the study aims to focus on two objectives:

methodology administered. Section 4 explains the results, .

Finally we will present our conclusion in section 5.

2. M-PESA IN A NUTSHELL
2.1 How does it work?
M-PESA is a phone based money-transfer scheme as
explained in [2]. It requires a subscriber to sign-up. The
subscriber is then able to pay cash money into the system by
visiting any of Safaricoms 90,000 agents (usually a small
business premise). The agent then credits the money to the
subscribers M-PESA account (e-float) as mentioned in [8].
The subscriber may withdraw money by visiting any
authorized agent, who determines if the subscriber has
sufficient funds before debiting subscribers account and
giving out cash. The subscriber can also transfer money to
others (P2P) using the phones menu. It is therefore a safer
method of transferring cash, rather than using the traditional
physical method which is more risky [14]. One factor that has
propelled M-PESAs prosperity is the Kenyan culture of
giving. Most of the working populations in urban areas
support their families who live in rural villages financially.
Figure 1 below illustrates M-PESA transactions (deposits,
withdrawals and P2P transfers) for the last 6 years as
illustrated in [10].

To determine factors responsible for M-PESAs

rapid adoption.

To understand Safaricoms strategy of maintaining

customers under stiff competition.
The paper is organized as follows. In Section 2, we will look
briefly at the M-PESA system. The next Section discusses the

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International Journal of Computer Applications Technology and Research

Volume 5Issue 11, 705-707, 2016, ISSN:-23198656
Figure 1: M-PESA transactions in figures. Source Safaricom statistics

2.2 M-PESAs influence on the

international mobile ecosystem
The business model and value proposition used by M-PESA is
based on transacting high volumes of low value. Developing
countries can leverage on this model to gain economic
growth. Safaricom is collaborating with other mobile money
operators (MNOs) in Africa and beyond to provide mobilebased money services. These services include sending money,
withdrawals, P2P transfers, purchase of airtime, paying for

goods and services, savings and loans as described by the

authors [1] and [13]. Safaricom has partnered with Tanzanias
Vodacom, Rwandas and Ugandas MTN. MTN and
Safaricom have already planned to roll out the same services
in Afghanistan, Botswana, Cyprus, Benin, Cameroon, Ghana,
Ivory Coast, Guinea, Republic of Congo, Iran, Liberia, Sudan,
South Africa, Syria, Yemen, Swaziland and Zambia. Most
notable countries where M-PESA system has been mirrored
is in Mozambique, India and Romania. Traditional banks that
had initially written Safaricom off, are now strategizing on
inventing more innovative solutions in order to cash-in on the
profits.
Figure 2: Theoretical framework of hypothesis. UTAUT with human
and social variables incorporated. Source Venkatesh et al. 2003

3. METHODOLOGY
This research investigates questionnaire responses from 482
M-PESA customers in Kenya using the random sampling
method. Out of these, 36 questionnaires were discarded. The
respondents comprise 285 males and 161 females. 55 percent
of the respondents reside in urban neighbourhoods while 45
percent live in the rural areas. The process was carried out in a
span of six months cumulatively. The sample was thereafter
statistically analyzed. To ensure more grounded findings, the
author has also consulted literature and statistics from various
authoritative sources

3.1 Research Model

In this study, the author uses UTAUT [15] to study
acceptance and use of M-PESA by Safaricoms customers in
Kenya. According to UTAUT, there are four factors that
influence use of M-PESA: performance expectancy (PE),
effort expectancy (EE), social influence (SI) and facilitating
conditions (FC). The author incorporated the following
parameters: gender, age, experience, voluntariness to use and
location of respondent (rural or urban) to the study. In
addition, Innovation Diffusion Theory (IDT) [3] was also
incorporated to answer the research questions. Core constructs
checked the following parameters: ease of use, voluntariness
of use, consistency, simplicity, interactivity and
responsiveness.
PE

H1

3.2 Research Hypotheses

The UTAUT model suits the context of this study well. It is a
solid theory that was developed by consolidating constructs of
eight earlier models (including innovation diffusion theory)
which research previously used to describe information
systems usage behavior. Effort expectancy is expected to be
the most essential construct at the initial stages of behavioural
intention to use M-PESA. It is also expected that simplicity
and ease of use of M-PESA will also increase the behavioural
intention to use M-PESA. It is apparent that young users
would tend to adapt M-PESA more easily than the older
population. Family and friends are most likely to influence
adoption of M-PESA by most individuals. Based on these, the
author has developed the following hypotheses:
I.

II.

III.
IV.

Hypothesis 1: Performance expectancy positively

influences behavioural intention to use M-PESA by
customers.
Hypothesis 2: Effort expectancy positively
influences behavioural intention to use M-PESA by
customers.
Hypothesis 3: Social influence positively influences
customers behavioural intention to use M-PESA.
Hypothesis 4: Facilitating conditions positively
influences customers behavioural intention to use
Safaricoms M-PESA.

4. RESULTS

H2
EE
Behavioura
l Intention

Use
Behaviour

H3
S1

Data in this study was found to be reliable. According to the

Statistical Package for Social Science (SPSS), the composite
reliabilities ranged from 0.74 to 0.93 which exceeds the
recommended value of 0.70. Regression analysis investigates
the influence of PE, EE and SE on intention to use. Results
indicate that PE, EE and SE significantly affect behavioural
intention to use. Further, table 1 below confirms that
hypotheses H1, H2, H3, H4 are supported.

H4
FC

Age

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Gender

Experience

Voluntarine
ss to use

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International Journal of Computer Applications Technology and Research

Volume 5Issue 11, 705-707, 2016, ISSN:-23198656

Table 1: Path Coefficients(E) for direct factors on customers

acceptance of M-PESA. Testing hypothesis and result for H1, H2, H3,
H4.

Dependent
variable
Behavioural
Intention(BI)

Behavioural
Intention(BI)
Behavioural
Intention(BI)
Behavioural
Intention(BI)

Pa
th

Direct
Factor
Performance
Expectancy
(PE)
Effort
Expectancy
(EE)
Social
Influence
(SI)
Facilitating
Conditions
(FC)

.138

[2]

Statistical
result
Supported
[4]

.102

***

Supported

.318

***

Supported
[5]

.077

**

Supported

*p< .01 **p< .05 ***p< .000

[6]

[7]

5. CONCLUSION
It is evident that several salient factors are responsible for the
success of the mobile money innovation, M-PESA. Customers
have found the mobile payment interface user friendly,
responsive, interactive, simple, consistent and easy to use.
Safaricom on the other hand has made mobile payment
services cost effective, accessible round the clock and
considerably secure. The transactional speeds are very
impressive and the service is easily available by ensuring
there is a wide agent network across the country. Moreover,
M-PESA has already expanded its network across several
countries with unequalled success. It is also cashing in on
international remittances (money transfer) by partnering with
moneygram proving that it is still expanding new lines of
conducting business.

[8]
[9]

[10]
[11]

[12]

6. ACKNOWLEDGMENTS
The author would like to especially thank her PhD
supervisors, Prof. Gerti Kappel and Prof. Christian Huemer
for their support. This research was made possible by funding
from the City of Vienna through the Vienna University of
Technology. A special appreciation to Dr. Andrew Kahonge
and the University of Nairobi, School of Computing and
Informatics, University of Nairobi for their resourcefulness
and guidance. Finally, the author would like to gratefully
acknowledge all the M-PESA agents who participated in this
research for their invaluable contribution.

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